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Diesel was founded in 1978 by Italian designer Renzo Rosso in Northern Italy as an innovative international lifestyle company producing a wide-ranging collection of jeans, clothing and accessories. Since its creation in 1978 it has grown and evolved from being a leading pioneer in the denim field to becoming a true alternative to the established luxury market. Renzo Rosso envisaged his brand to stand for Passion, individuality and self-expression. 

Diesel thrives on change producing no less that 3'000 new products each and every season, each one showing passion and a process allowing an enormous amount of creative freedom, ensuring its constant renovation. 

Diesel is not just a apparel and denim; it's a lifestyle that has been interpreted through licenses (under creative leadership from Andrea Rosso) working with leading companies producing things such as Fragrances, Jewellery, Watches all the way through to Home collections. 


"We decode the world around us, take it apart and unlock what we thought we knew. We see differently and unite with those who see it too.

Draw your own path. March in the streets with us. Especially the ones our streets are on."